Inbound Marketing | Ignite XDS
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We have refined our Inbound Marketing Process to Six Powerful Steps to success that are based on a plan, analysis, and measurement. If you're ready to let go of traditional opinion, generate more traffic, and convert more leads, download our Inbound Marketing eBook right now! Learn more: http://ignitexds.net/our-services/inbound-marketing-service/
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Inbound Marketing | Ignite XDS
- 1. culture message process IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 a publication of IgniteXDS.com Ignite XDS Inbound Marketing It’s about owning Search, Driving Traffic, Giving Prospects EVERYTHING they need to decide... TO BUY FROM YOU!
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Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined PlanPlanPlanPlan Defined Plan MainMainMainMainMainMainMainMainMainMainMainMain WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite Main Website BlogsBlogsBlogsBlogs SocialSocial MediaMediaMediaMediaMediaMedia Social Media SEOSEOSEOSEO Search EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch Engine OptimazationOptimazationOptimazation Search Engine Optimazation Search EngineSearch Engine Optimazation Search EngineSearch Engine Optimazation Search Engine SEO Search Engine Optimazation PPCPPCPPCPPCPPCPPCPPCPPCPPCPPCPPCPPC Pay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per ClickPay Per Click PPC Pay Per Click LEADSLEADSLEADSLEADSLEADSLEADSLEADSLEADS 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Tell Your Story 2. Get Found 3. Drive Traffic 4. Nurture Leads 5. Convert 6. Analyze 7. Refine 8. Grow! Our Process! Ignite XDS Inbound Marketing culture message process
- 3. 3 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Introduction If you don’t serve the marketplace your competitors WILL! The marketing landscape for auto dealerships has changed in dramatic fashion over the past 10 to 15 years. For that matter it has changed by leaps and bounds in just the past 3 or 4 years! Has your marketing kept pace? When is the last time you completely reviewed how you allocate your marketing dollars? How are you measuring the results? Is social media a focus of your marketing efforts? Where does your website fit in? Your customers are moving fast, spending some time developing an Inbound Marketing Strategy will help you keep up with them. 1995 *Source: NADA Data 2009 0 100 200 300 400 500 600 2000 2005 2010 85%are Pre-Shopping on the Internet! of Car Buyers
- 4. 4 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 *Source: 2011 AutoTrader.com/ Polk Automotive Influence Study*Source: 2011 AutoTrader.com/ Polk Automotive Influence Study onlin e off line 11.5 Hours on average 60% 7.5 Hours on average 19 Hours Total Shopping New Car Buyers 40% onlin e off line 11 Hours on average 60% 7 Hours on average 18 Hours Total Shopping Used Car Buyers 40% 60%of their time shopping online Will EVER Submit a Lead!ONLY Car Buyers spend Do You Know How Today’s Costumers Shop? Consumers of all ages are more sophisticated and computer savvy than ever, and they love to research large purchases online. They like shopping online because it gives them anonimity while they shop your dealership. Does your thinking revolve around the idea that if you tell them too much, they won’t contact you? News flash, if you don’t give them the info they want and need, they WILL find it somewhere else quickly! 2 10out of
- 5. 5 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Like it or not the buying public have Changed the Way they Shop. Has your Dealership Marketing kept pace? Traditional sales and marketing efforts were based on advertising impressions, showroom traffic volume and sales Up close-rates. While those still factor into the mix, they are only a few of many available considerations. The fact is your showroom has moved online and you need to get found by your customers. Just like your 9 - 5 showrrom, your 24 hour online showroom needs to be ev- erywhere your customers look. Your dealership needs to dominate search, and buyers are demanding far more information than ever before. Today, the three most important words in marketing are: Content, Content and Content! 2001 2009 2011 1.2Showrooms Before Making a Purchase Car Buyers Only Visit
- 6. 6 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 66% - 77% 94%of car buyers are influenced by the web their friends of their marketing budget elsewhere? The typical dealer spends Where Are You Spending Your Money? Google and other search engines have made information gathering so easy that consumers find it easier to shop at home than to come into the dealership. Social media outlets like Facebook, Pinterest and Twitter have created a means to share, consult and gather the opinions of others. All the while, blogs and news channels provide access to reviews and other information. Do you know where your customers are getting their buying advice? Hint: It’s not from the traditional sources that worked just a few short years ago! Internet New Cars Used Cars 58% 50% Referral from Friend/Family 19% 16% Newspaper 5%7% Direct Mail 2%4% Outdoor Ads 2%2% TV 2%4% Magazine 1%2% Radio 1%1% 0% 10% 20% 30% 40% 50% 60% *Source: 2011 AutoTrader.com/ Polk Automotive Influence Study IgniteXDS.com Internet Referral from Friend/Family Newspaper Direct Mail Outdoor Ads TV Magazine Radio 0%0% 6%6% 20% 0% 21%20% 2% 25% 0% 10% 20% 30% 40% 50% 60% *Source: 2011 AutoTrader.com/ Polk Automotive Influence Study IgniteXDS.com Most Influential Advertising Sources Typical Marketing Spending
- 7. 7 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 *Source: Oubound Marketing avg. cost per lead $373 Inbound Marketing avg. cost per lead $143 IgniteXDS.com Here’s the GOOD NEWS! Spend Less Money Re-Allocate Our Process Can Be Incremental 62%Cheaper per Lead than Outbound Inbound Marketing is
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Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Develop a Successful Marketing Strategy Convert your Increased Traffic into Leads Create Maintain a Powerful Web Presence Convert your New Leads into Sales Generate more Traffic with Inbound Marketing Measure, Analyze, Measure Adjust DefinedDefinedDefinedDefinedDefinedDefinedDefinedDefinedDefined PlanPlanPlanPlan Defined Plan MainMainMainMainMainMainMainMainMainMainMainMain WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite Main Website BlogsBlogsBlogsBlogs SocialSocial MediaMediaMediaMediaMediaMedia Social Media SEOSEOSEOSEO Search EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch EngineSearch Engine OptimazationOptimazationOptimazation Search Engine Optimazation Search EngineSearch Engine Optimazation Search EngineSearch Engine Optimazation Search Engine SEO Search Engine Optimazation 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MicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicroMicro SitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSitesSites Micro Sites LandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLandingLanding PagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPagesPages Landing Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages LandingLanding Pages Six Powerful Steps **Note: Each step in this process is designed to build on the previous step. DO NOT move to the next step without completely maximizing the previous step’s potential. Getting Started Dealership Inbound Marketing, much like your dealership’s accounting system is based on a process. Ignite XDS has reduced that process down to Six Powerful Steps to success. These steps are based on a plan, on analysis and on measurement. Dealership Inbound Marketing requires the dealer let go of traditional opinion, it requires listening to the customer, and it requires a commitment to creating content and sharing that content with the public. 1. 4. 2. 5. 3. 6.
- 9. 9 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 1. Develop a Successful Marketing Strategy A defined set of Goals and Objectives, and knowing what you are willing to do to achieve them. A willingness to look in the mirror and do an objective self-analysis. A thorough review of your competition, knowing what’s working for them and what isn’t. A means to measure and evaluate your progress...your gut feeling won’t cut it on this one! A willingness to stay the course – lasting solutions don’t come in a quick-fix can. Marketing is an INVESTMENT in the growth of your dealership, NOT an Expense! At the same time, don’t spend more money, spend less, more wisely! What goes into creating a successful marketing plan? Defined Plan Defined Plan BlogsBlogs Social Media Social Media SEO Search Engine Optimazation SEO Search Engine Optimazation PPC Pay Per Click PPC Pay Per Click Micro Sites Micro Sites Landing Pages Landing Pages
- 10. 10 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 An effective Web presence made up of your primary website and a series of targeted micro-sites and landing pages is the hub of all your Inbound Marketing and Lead Generation! When was the last time your site(s) were rebuilt or at a minimum updated? Sites that are OPTIMIZED for Search. Sites that effectively MERCHANDISE your vehicles and other services. Sites that are tuned with multiple levels of CALL-TO-ACTION. Sites that are CURRENT and properly designed for your Brand and Unique Market. What goes into a powerful website, micro-site or landing page? 2. Create Maintain a Power Web Presence LEADSLEADSMain Website Main Websitene on ne on Micro Sites Micro Sites Landing Pages Landing Pages
- 11. 11 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Defined PlanDefined Plan WebsiteWebsite Social Media Social Media Direct Mail Direct Mail Micro-Sites Landing Pages S.E.O. (Search Engine Optimization) S.E.O. (Search Engine Optimization) BlogsBlogs P.P.C (Pay Per Click) P.P.C (Pay Per Click) LEADSLEADS SALES Defined PlanDefined Plan WebsiteWebsite cro-Sites Landing Pages BlogsBlogs P.P.C (Pay Per Click) P.P.C (Pay Per Click) SALES WebsiteWebsite Social Media Social Media Direct Mail Direct Mail Micro-Sites Landing Pages S.E.O. (Search Engine Optimization) S.E.O. (Search Engine Optimization) LEADSLEADS SALES Unaware BuyersUnaware Buyers Interested BuyersInterested Buyers Levels of Potential Buyers WebsiteWebsite Social Media Social Media Direct Mail Direct Mail Micro-Sites Landing Pages S.E.O. (Search Engine Optimization) S.E.O. (Search Engine Optimization) BlogsBlogs P.P.C (Pay Per Click) P.P.C (Pay Per Click) LEADSLEADS SALES Unaware BuyersUnaware Buyers Interested BuyersInterested Buyers “What is it? Who are you?” “Who needs it why?” Levels of Potential Buyers What are they thinking? Social Media is more than just Facebook. It’s also Twitter, You Tube, Google+, Pinterest, and a Reviews Strategy. Create Blog articles that interest your audience. Build quality links to your websites. Create and manage Pay-Per-Click advertising that drives additional traffic to your websites. Build a following, share your Blog Posts and other content. Engage in social conversations. Blogging creates more pages in Search Engines. Routinely create keyword targeted content across. Optimize your Pay-Per-Click to generate the most traffic at the lowest cost. Businesses see a 63% increase in marketing effectiveness when using social media. You can literally choke out the competition. Identify targeted keywords and optimize your websites for those keywords. Build Pay-Per-Click campaigns to shore up or promote hot items. Nearly 2/3 of U.S. internet users regularly use a social network. A Blog gets you 55% more Traffic! 46% of daily searches are for info on products and services! Fill in the gaps with Online advertising! more indexed pages are produced by Blogging! of monthly Google searches are for local businesses Blogging! 400% 20% 3. Generate More Traffic with Inbound Marketing Tools
- 12. 12 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Create effective Calls-To-Action (CTA’s) throughout your Websites, Micro-Sites and Landing Pages. Create Upsell opportunities within CTA’s. Give potential leads a reason to “Click Here”. Create Attractive Offers Calls-To-Action that appeal to all levels of potential buyers! 4. Convert Your Increased Traffic to Leads LEADSLEADS
- 13. 13 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Review Lead Management Processes. BDC -vs- Lead Distribution to Sales Team Members. Possibly create Internet Sales Teams. Measure Response Times, Appointments. Regularly Review Response Tactics – keep what’s working adjust what’s not. 5. Convert Your New Leads Into Sales 1 1 25 50 100 Increase your close rates by Reviewing Practicing Your Lead Nurturing Processes!
- 14. 14 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Traffic SEO PPC Blog Social UniqueVisitors Newvs.RepeatVisitors TrafficSources ReferringWebsites PopularPages NumberofPagesinGoogle BounceRates CTAPerformance KeywordPerformance SearchRankings TrafficfromSearch InboundLinks Click-ThroughRate CostperClick TrafficfromSearch InboundLinks ReferralSources BlogSubscribers AudienceSizeGrowth Engagement Traffic - Leads - Close Rates - New -vs- Used -vs- Fixed Ops. Adjust Regularly - Websites, CTA, Response tactics ...Everything. Constantly monitor the competition and local market. Keep a finger on the pulse of the online industry... do you have a Pinterest account? You should! Most Importantly... 6. Measure, Analyze, Measure Adjust STAY PLAN! with the Most Important Metrics Measured Traffic to Leads Leads to Customers Cost Per Lead Cost Per Customer Measure EVERYTHING!
- 15. 15 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Before you jump in, ask yourself these questions: Questions about your plan... Have you objectively looked at your current marketing efforts? Include everything into that review, website(s), traditional advertising, event, coupons and discounts, EVERYTHING. Have you analyzed what has worked in the past, and is working today? Have you set a goal? Why do you want to change? Do you even want to change? Will you be committed to that change? Questions about your organization... Do you have the staff and expertise to accomplish your marketing efforts in-house, or should you hire an external company? Do you have the time? The Budget? Do you have the knowledge of new Dealership Inbound Marketing techniques and applications? Can you create the sites, the content, and the interaction needed. Will you or your staff stay committed to following new trends, and implement new techniques? Questions about your goals... Do you have a starting baseline? What are the goals of the Inbound Marketing Program? What is your time frame for measuring success? For that matter, What will you consider a successful program? How will you handle success? Failure? How will you adjust, and when? Will you have the proper measure- ment tools in place to separate emotional decisions from actual statistics? Get Started with your Dealership’s Evaluation Ignite XDS has developed a quick and easy tool to begin evaluating your dealership’s marketing efforts. Give it a try or call us directly at (810) 225-8350 and one of our experiences inbound marketing pros will take you on a personal tour. ? ? ? !
- 16. 16 Share this eBook! Inbound Marketing IgniteXDS.com facebook.com/IgniteXDS phone: (888) 569-5010 Content Marketing All the tips tricks to getting your websites found online including SEO,Blogs other tools we use to get your website found. Social Media Learn how to create, market manage a successful Social Media presence and how we can help you do it for less time and less money! Working With Us Like we say -‘Have Questions? We’ve Got Answers!’Get all the answer with this guide to all things Ignite XDS! Web Marketing Everything you want to know about our web services including, Traditional Websites, Portal Sites, Micro Sites Landing Pages. Autodrive Apps These online tools will help you cast a larger net for cultivating more lead opportunities to keep your customers engaged coming back for more. The New Company Culture The traditional company culture is changing. It’s less about how much time you’ve worked, but the quality of work you produce! Ignite XDS – Inbound Marketing The people at Ignite XDS have made their careers studying buying trends and buyers. We know marketing, we’ve pioneered Inbound Marketing, and we have the tools and infrastructure to get the job done. If you have goals, if you are willing to commit, if you want to get results, contact us today to begin the conversation. We promise, you’ll be glad you did. Check out our other eBooks at IgniteXDS.com!